Krista Neher - Mobile Marketing 101

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Mobile Marketing 101

Krista NeherCEO Boot Camp Digital

[email protected]

@kristaneher

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About Me

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Mobile Marketing

Why Mobile for Marketing?

Mobile Marketing Opportunities

Display AdsApps

Mobile Web

Text/SMS

QR Codes

Mobile Marketing Barriers

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SMS text messaging is

used by twice the # ofpeople who use the

internet.

Mobile Phone Penetration is nearly 90%for US adults.

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I feel naked without myphone!

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Most mobile phone users arewithin an arms reach of their

devices over90 percent ofwaking hours, including times

when other media are notavailable

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Always on and always aware = bettertime targeting

More relevant vs. advertising or otherdirect response channels.

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Connect with consumerswhen they are making the

purchase decision.

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Where was mobile during the Ad Bowl(er Super Bowl)?

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Location is key.

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Advertisers know where you are.

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Future of Foursquare

Data opportunities

Category information

Behavior-basedmarketing andincentives

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Bettertargeting opportunities.

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Why Mobile Targeting?

1 phone = 1 person

# never changes (typically)

Enhanced TrackingBetter CRM Opportunities

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Phones are getting smarter.

54 MillionU.S. are alreadyusing mobile internet.

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In two years, 40% of Internet Acces

will happen from a mobile device.

C t i f th

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Consumer want info on-the-go.Can they get it from your mobile

website?

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Mobile is changing search.

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Forrester analyst SucharitaMulpuru

Marketers shouldlike social media,

but love mobile."

Mobile Marketing Opportunities

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you nee arestaurant, where do

you get a betterresult?

Google/Web

Vs.

Urban Spoon/Open TableApps will replace google for

most major searches.

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Mobile Display Ads

Ads can go in apps

Ads prior to accessing sites (annoying)

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Huge Growth

Google Buys AdMob $750M

Apple Buys Quattro $275M

Mobile advertising will net bigger

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Mobile advertising will net biggerrevenues than online Google Chairman Eric

SchmittMarket researcher Berg Insightpredicts that mobile will

account for11.7% of thetotal digital ad spend by

2014.

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Click-through rates are higher onmobile than online.

Honda's mobile banner ad

campaign (launch of the Insight hybridmodel)

achieved a click-through rate of 27%.

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There is an app for that.

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There probably is an appfor that.

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IPhones are only about 8 percent ofthe market, but they make up about

40 percent of Internet usage at

present.

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Overhyped? Maybe.

Trend settersEarly adopters

Failure of BB app storeDoes this replicate to the rest of themarket?

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Almost 50% of the top apps are games

Entertainment is the next most popular

Social Networking is third most popular

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MLB Branded App = Revenue

$9.99 for app and $0.99 tostream game

Over 400,000 paiddownloads

our mobile appconsumers use it everyday, which is staggering,weve seen phenomenal

usage levels and itsbecause you have thephone with you all thetime.

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Charmin App = Exposure

Free

Sponsored by Charmin (notcreated by them)

"We're not going toreinvent the wheel bycreating this application.We found somebody outthere whose mission

matches ours. It createsthe perfect partnership." P&G

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Smart Mobile RX

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Reduced product bin returns to stock for forgottenprescriptions thereby improving sales

Improve customer retention and increase customersales through push notifications regarding storespecials

Reduced staff involvement on non-critical statuschecks, thereby increasing available time toconsult with in-store patients

Additional store visits with increased residualpurchases.

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Sending Reminders Isnt Enough

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Text messaging

No phone left behind

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Text Messaging

Trivia: How many text messages are senteach MONTH in the USA?

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within

4 minutesvs.

48 hours

for email(source Nielsen)(source Nielsen)(source Nielsen)(source Nielsen)

(source Nielsen)source Nielsen40

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QR Codes

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Quiz: What does QR stand for?

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QR Codes are Everywhere. With noClear Purpose.

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How to Fix QR Codes

Clear reason to scan

Information need suggests QuickResponse is relevant

Content after scanning is:Relevant

Mobile appropriate

Short

Involves call to action that leads to results

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Tablets:

Not JustLarger

iPhones

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Attachments can:

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Attachments can:Monitor blood pressure

Monitor heart rateCheck glucose levels

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People consume mobile differently.

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Stop in for short snacking of the

medium.

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Screens are smaller.

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Fragmentation

Carriers Phones Screens

Operating Systems

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Standards are still emerging.

AdMob and Quattro purchases signalconsolidation which leads tostandardization.

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Expensive

To develop

PPC is high

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Issues: Privacy

Pleaserobme.com

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